Olympians can't tout use of Swiftwick socks

Brentwood-based Swiftwick thought it was in for a load of exposure when it supplied socks to the U.S. Olympic cycling team, but instead has been stymied by the International Olympic Committee's rules on athlete endorsements, The Tennessean reports.

The cycling team called Swiftwick to provide the socks, which the company did at wholesale.

The socks' Swiftwick logo is barely visible, but the company had hoped the athletes themselves would praise the socks on Twitter and other social media outlets. The IOC, however, bars athletes from mentioning any sponsors — other than official Olympic sponsors like Adidas and Procter & Gamble — during the Olympics.